10 Things that Made Me a Better Marketer | The Marketing Swipe Podcast

10 Things that Made Me a Better Marketer | The Marketing Swipe Podcast

– Hey everybody, it’s DG
and on this episode of the Swipe File I’m gonna
share with you the 10 things, one, two, three, four, five, six, seven, eight, nine, ten, the 10 things that have helped make
me a better marketer. (upbeat music) Intro music. All right, so, a couple, a little while ago I wrote this, I wrote a post on LinkedIn and I was I was just kind of like reflecting. I’ve been trying to, I’ve been trying to uh as I’m growing, I’ve been trying to
reflect a little bit more because I think uh my personality is just go, go, go, go, go, go, go, go, go, ah, and it’s crazy, and so,
I’ve been trying to like be a little bit more, um
what’s the word, introspective. Don’t correct me on my grammar. If you know anything about
me, grammar’s not my thing. I make it up as I go. But I’ve been trying to
reflect a little bit more, and I was thinking about, you know, what are, what are the things
that have had the biggest impact on my career and have
made me a better marketer. Now, this is not, I’m
not talking about, um, as a leader or hiring
or any of that stuff. I’m talking about an actual marketer, like an actual, I’m touching things I’m writing I’m moving stuff around. And so I wanted to do a
podcast episode on that. And I’m gonna break down all
10 for you right now okay? ‘Cause LinkedIn the limit is I wrote this on LinkedIn and it was crazy. This post has I’m looking at it right now. This post has 809 likes, 86 comments, and it’s been viewed 58,728 times. So if I could get a tenth of those people to come and listen to this
episode it’d be amazing. So I want to break
down, I want to just add more value than that post. And I want to A share all 10 with you but then go a little bit deeper on every one. Okay so Number one is copyrighting. Copyrighting is hands down,
I think, the most important skill in marketing today. Uh it’s probably always been
the most important skill in marketing but its the one thing that we have kind of lost, right? Because marketing is all
about technology and tools and funnels and spreadsheets
and all that stuff. Which is great, but through that we really lost the art of copyrighting. And me I used to like forget this too. And I never though it was important the reason why is because I thought that oh I can write like I’ve
always been able to write. I’ve always been able
to write good emails, papers, whatever right? Although in high school and college I did that trick where
like if the teacher said, we need a three page double spaced paper I would do like five spaces so like ’cause they never really measured it so I would do five
spaces and really quickly I could get to two, three pages. Anyway. Copyrighting I used to just throw it away because I used to think oh
that’s just words right? And now that I’ve realized
like words are everything. And so it’s not just words,
words impact everything. You could have the best you
could have the best offer for an ad in the world but if the copy on that ad is not good no one is gonna see it and click on it. You could write the best
blog post of your life but if you can’t write
a good headline for that right, nobody is actually
gonna see it and look at it because there is so much noise out there. So number one thing is like copyrighting. This is a skill that I’m
still working on today. I actually this is where I
spend most of my time, at Drift. I don’t know if I’ve ever
shared this part publicly. But like most of the
actual marketing doing that I’m doing today is
actually writing copy for our website, for
emails, for landing pages, for everything, so copyrighting. Number two is learn the six
principles of influence. This is we could probably be like one of the greatest books about marketing all time which is a book called Influence by Dr. Robert Cialdini, he’s a social physiologist,
and it is unbelievable how many marketers I meet and talk to that have not read this book. Every year I do a guest lecture at Harvard Business School and
one of the first questions I ask people, in that conversation, is how many of you have read the book Influence by Robert Cialdini? And we are at the best business
school in the world, right? Stanford people might
disagree, MIT, whatever. I didn’t go to business
school, Harvard’s pretty good. Okay, nobody raises their hand. Maybe one person has raised
their hand and read that book. So this book can be a
competitive advantage for you if you pick it up and read it. And so Cialdini has six principles. I’m not going to go
through all of them here, but those are basically
six principles that guide how humans, people
like you and me, right, how we act and how we think. Things like, the importance
of social proof, right. Social proof in your marketing. Social proof meaning like, who like me is also doing this thing. Or reciprocity. The act of reciprocity,
people are more likely to give something if
they get something first. Even if they didn’t want
that, and so it’s the reason why like people on the
streets or in the mall are trying to give you
a free sample, because they think that if they
give you a free sample you will then come into your store. So there’s all these elements that make people make decisions
and act that you can use to help guide your marketing,
and in this post I said no has had a bigger impact on
my marketing then Cialdini. And I really believe that
because that helped me really put social phycology
first, as opposed to all of the tools and technology
that come in marketing. Number 3 is empathy. So empathy, I think, is the most underrated skill in marketing today. And the reason why is because like, I think about, the number one thing I think about, I actually don’t this is, don’t take this
advice the wrong way but I actually never
think about our customers when I’m writing something. I think about me first. Selfishly I think about
myself, and I think about, I’m a marketer, who’s doing
marketing to marketers, right. Would I go to this webinar? Would I, like, take an hour out of my day and go to this webinar? Hell no. Okay, well then I’m not
going to do that webinar. Or, I’m going to come up with a different hook and title for it. Would I actually listen to this podcast? Would I get value out of it? If no, then like, don’t do it or make it in a way that you can. And so I think a lot of times as marketers we forget, like what
stuff actually motivates and influences us, and
we just kind of, like come to work and we’re like,
I got to make a blog post, I got to do a webinar, but did you, how often do you actually
think, like would I actually spend my time doing this? So I always ask myself like, would I even respond to this email if
someone is trying to sell me? And I try to use that to guide everything that I do in marketing. Number 4 is sales. I think that this is the one thing that marketers talk about all the time. Every marketer talks
about, you got to have a great relationship with sales, and marketing is about driving revenue. Blah blah blah blah blah. But how many marketers out
there have actually sold? I’m talking about get on the phone, and actually try to help
take someones money. It’s freaking hard, right? But not only is it hard,
but there is no better way to learn if your pitch
actually works or not. And so one thing that
I try to do regularly is actually get on sales
calls with our sales team, not just to be a listener, but to actually participate
and actually have to try to sell and close and make an ask. Because it’s one thing, I think
so many marketers do this. We got to go create sales collateral. Whatever that means, right. So I make a pdf or I
make a dec, and then I kick it over to sales team, I’m like here, you asked for a messaging to verse our competitors, here it is. But, that doesn’t actually help, right? You don’t even know if
that actually works. And so the only way the
ultimately test that messaging is to get on a call
and actually help sell. So, the thing that I said in my post is want to see if your pitched works? Try it, for real, right
try actually using it, versus kicking it over the
wall to sales as a pdf. Number 5 is being real. Like, this is why we do so much with audio and video and real faces
through our marketing at Drift because, like everybody in life, nobody in the world
wants to be marketed to. And even if you’re saying
yes, I don’t believe you. So we all kind of have
this like, don’t BS me filter that goes up,
or don’t market to me. And the easiest way to
get around that filter or get through that filter is to be real and to be authentic,
and to be human, right? We’re all people. And so if I can show
you my face and let you know that I, you know, I sometimes stutter and I sometimes pick my nose on videos, and I’m a real person
just like you, right. That’s the ultimate way to disarm somebody that you are
trying to sell something to. So, always try to be real. So I really don’t care if I’m making a video and I screw up,
or I write something and make a typo, it doesn’t mean that I do it on purpose of I’m sloppy,
but I care more about letting you know that I’m a real person who’s doing marketing, then try to like, You know, be this perfect
brand to the world. Number 6 is consistency. Consistency is the one lesson that I keep learning every time. I’ve actually learned it with
this podcast in the past. So, last summer I started
this podcast, the Swipe File, We didn’t call it Swipe
File, we just called it the Marketing Podcast. And I did it for a
couple episodes, and the response was good, but
then I stopped doing it. And then it died, right. And I’ve done this with so many channels. With video, with audio,
with blogging, right. Everybody wants to find this magic bullet. And the reason I quit was because I did five episodes that it
didn’t really blow up, but go back and look at
any great thing, right. It always starts with consistency. If you want to build and
audience, if you want to start a podcast, if you want
to start a YouTube channel, if you want to start an Instagram account, you have to be consistent. Right, consistency is the
only hack that I found for building an audience,
so you have to commit to creating regularly and stick with it. This might take months and
sometimes it even takes years. One of my favorite people is
a guy named Casey Neistat, Who’s a YouTube sensation, right. Makes videos, he’s amazing. He made videos on YouTube forever before he really blew up, right. So consistency is key, you have to be in it for the long game, but also know that the payback is always worth it. Now that we have this
thing and that it’s real and it exists, the
payback is amazing because you’ve invested, you’ve made this thing, it didn’t really costs you any money other then your time, right. You’re not spending on ads to do it. So, consistency is one of the top things you can do to actually build an audience. Number 7 is speed. Speed is so important. I was lucky enough to
meet the CMO of FaceBook last year, he now left and did a bunch of other things, but in that
interview, in that meeting we asked him, we said what are the traits of the best marketers? And he had this one line that
has stuck with me since then. He said the best marketers
in the world are able to learn faster then the competition. And that line is so good
because think about it, right. If I can learn faster as a marketer then what my competitors are doing, then I can get to ideas faster. Oh they’re not, oh
events don’t work for us. Okay, great, let’s kill events
and go try this thing, right. Speed is the only, is like one of the only secrets in marketing. And also, the creative
process, like so much of marketing is creativity
today, the creative process takes a hundred bad ideas
to get to that one good one. You don’t just roll out of bed and have the money idea and have that perfect idea. You have to create,
you need reps and sets, like as we’ve talked about a lot on our podcast Seeking Wisdom. You have to be able to create a lot. So, if I think about,
I’ve written a hundred blog posts and maybe only
2 of them are very good. That’s what it takes you have to get the bad ideas out of your system,
you have to almost like expel them from your body. So write a hundred bad headlines
to get that one good one. And that’s why speed is so important. The faster you move, the
faster you can learn. Number 8 is creating demand. I did a podcast episode on this earlier, but this whole concept of like, if you build it they will come,
is terrible advice. The whole concept of like,
if we just build a product that people love, its going
to grow is terrible advice. The way that I try to do
things, is get people to come, and then you can build it. Because if you do it that
way, then you’ve basically already kind of like fool
proofed you’re marketing strategy, you already
have an audience of people to actually go out and marketing to. So, I’m always thinking
about how can we create demand for something
before it even exists. Can I show you a t-shirt design that we haven’t even made yet,
but can I share that out and say, would you want this t-shirt? And get 50 people to comment on it, then I’m going to be like, oh let’s go actually spend the money and make that t-shirt,
so always think about creating demand versus just
waiting to harvest demand. I think the best marketers
today, can actually go out and create something from nothing, right. So that’s why creating
demand is important. Number 9 is read everything
that you can about marketing. I hated reading, I never really enjoyed reading books in school
and so I didn’t do it. But then I really found
that I love marketing and marketing is what I am good at, and so I started to just soak
up a ton of marketing books. And now I probably read
two, three, four, five marketing books a month. No, you freaks, I don’t
finish all of them, I can’t. But I kind of pick
through them and pick out one or two lessons from
each book, and that’s just been able to compound over time, and what it’s given me,
is this idea muscle. I feel like I can come
up with a million ideas. And that’s because I’ve
just stuffed my head with all these marketing ideas that, hey you need an idea
for an event, I got one. You need an idea for a
podcast, I’ve got one. You need an idea for
a video, I’ve got one. That’s not because I have some secret or I have some crazy
memory or inspiration, but its because you soak
in all this knowledge about marketing, and
then you can tap into it and you don’t even know
that you’re tapping into it, so I think this is true for any topic. This is not ground
breaking, right, but if you wanted to go be a great
golfer, you could go study, you should go study
everything you can about golf, and you’re just going to
kind of soak that all in, the same is true in marketing, but I don’t think enough people
earlier in their career in marketing are spending
enough time kind of understanding what has worked in the past. It’s one of the reasons why one of our core values for marketers
at Drift is this idea of innovate, don’t invent. Go find things that have
already worked for other people in other companies,
and then see how we can innovate on top of them, versus creating something from scratch,
just for us here at Drift. And then ten, you have
to realize that perfect is the enemy of good, right. A lot of times in marketing, good enough is usually good enough. At some point, you have
to pick one and go, right. I can’t tell you how many times we’ve been in between like, five
different names for something, five different dates for something, five different headlines for something, ultimately you just have to
pick one and commit and go. For example I use, on this LinkedIn post, the limit on LinkedIn is 1300 characters. So I basically had to end
this post right there. Ultimately, I really
believe that sometimes there’s ten different
ways to get to a solution. And one of the things
that paralyzes marketers is this idea that this has to be perfect. I think there is probably,
we’re making a video out of this podcast right
now, I think there is probably twenty different
ways we could cut this video, ultimately though, we can’t
spend forever on it, right. So we can just pick one or two,
feel good about it, and go. Like pick one, commit,
and realize that perfect is the enemy of good. So, man I’m out of breath
and I’m sweating now, but that was great. Those are ten of the
things that have helped me grow my career fast in marketing. I hope it’s helpful,
look there’s ten of them, if I got to pick, let’s pick three, okay. If I got to pick three
of them, I would focus on Copyrighting, understanding
the six principles of Influence from Robert Cialdini, and just being consistent,
across any channel, consistently create, consistently publish. (upbeat music) And I’m out of here. Okay, bye bye.

2 thoughts on “10 Things that Made Me a Better Marketer | The Marketing Swipe Podcast

  1. Grt stuff DG 👍 100% on reading everything I can get my hands on. Blinkist (cliff notes versions) is great too for biz books.

  2. Thanks for putting out great content Dave! It's funny because all of these books that you mention or guests mention I've read. Collier letter book, The Power of Now, Influence. They are all great books. After reading, the world of marketing is much larger!!

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